Boutique Design - November 2015 - 28

nORwEgIAn PLAnS PUROSE-BUILT SHIP
FOR CHInESE CRUISE MARkET

Seeking to tap the burgeoning Chinese market for shipboard vacations, Norwegian Cruise Line plans to introduce its first vessel designed specifically for that
market in spring 2017. The new vessel will be the line's second Breakaway Plusclass ship, and will feature resort-style amenities as well as luxury shopping.
Norwegian officials say they're working with local experts to channel the
subtleties of Chinese culture into the new ship, which will have a capacity of
4,200 passengers. Additional details-including the ship's name, home port,
accommodations, dining venues and entertainment options-will be shared
in coming months, the line reports.
The line's first Breakaway Plus-class ship, Norwegian Escape, was recently
delivered to Norwegian, and two additional ships in that class are expected to
be delivered in 2018 and 2019.
"Our new purpose-built ship for China will have characteristics that are
authentic to Norwegian Cruise Line and yet distinctively Chinese in all of its
sensibility," says Frank Del Rio, ceo of Norwegian Cruise Line Holdings Ltd.,
the line's parent company. "With this new ship, Norwegian will unquestionably offer our Chinese guests a superior product and introduce a new standard of innovation and excellence into the marketplace, with an unrivaled
level of customization for the Chinese consumer."
Norwegian Cruise Line Holdings has opened offices in Beijing, Hong
Kong and Xintiandi to support sales and marketing efforts in China for its
three brands: Norwegian Cruise Line, Oceania Cruises and Regent Seven
Seas Cruises. "Our China offices house a dedicated leadership team uniquely
focused on ensuring the success of our local travel agent partners, which
is crucial to the success of our expansion in what will soon be the world's
second largest cruise market," says Del Rio.

SIR ADAM HOTEL SET FOR AMSTERDAM
European lifestyle brand SIR Hotels has tapped New York design and branding
studio ICRAVE to design its latest property, Sir Adam. Slated to open in spring
2016 within Amsterdam's A'DAM Toren tower, the 110-key property will feature
a music-inspired design that references the tower's other residents, including
music and entertainment companies such as ID&T (SFX), MassiveMusic,
guitar manufacturer Gibson and other creative businesses.
"Sir Adam will be more than a hotel," says Jesse MacDougall, director of
strategy and brand development at ICRAVE. "We set out with the goal of
creating a community hub by harnessing the creative energy of the budding
neighborhood and weaving it through the experience. We had to strike
a balance between the refined expectations of hotel guests and the raw,
dynamic style of the creative class."
The hotel's main entrance, which will sit upon a riverside terrace and bike
path, will feature a mobile bar to serve outdoor guests. Inside, the firm's living
lobby concept-known as the Butcher Social Club (the latest outpost for the
Butcher food and nightlife brand)-will house lounge areas, game tables,
swing seats, a two-story living green wall, original murals and artwork.
Overlooking that space on the mezzanine, The Hub will function as a
check-in and retail area with products made by Amsterdam creatives, as well
as music gear. The check-in console will be designed as a lenticular sculpture
that graphically changes as guests move around it. Also on the mezzanine,
The Music Library will feature a collection of tracks accessible via Bluetooth.
A spiral staircase will connect the mezzanine to the roof, which will be
home to The BeerGarden and the Deck. When combined, the Deck and The
BeerGarden will create one large event space accommodating up to 200 guests.
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boutiquedesign.com November 2015

Guest rooms will be decked out with Bluetooth-enabled record players
and a custom-designed minibar. Curated work from local artists, mirrors
etched with illuminated lyrics, and custom furniture and lighting will adorn
the accommodations. Designers plan to embrace the building's original shell
by leaving the raw concrete columns and ceiling exposed. Rooms will also
house floating, cantilevered desks and window benches.
"Sir Adam is like Amsterdam: cool, edgy, creative, culturally rich, a little
naughty-but always interesting," says Bram van der Hoek, concept developer
of SIR Hotels and managing director of Europe Hotels Private Collection. "Sir
Adam's cutting-edge design combined with the innovative lifestyle programming of the A'DAM Toren is committed to fun and will bring a new turbocharger of life to the Amsterdam hotel scene."

C O U R T E S Y O F N O R W E G I A N C R U I S E L I N E H O L D I N G S LT D. ( B R E A K AWAY C R U I S E S H I P ) ; C O U R T E S Y O F S I R A DA M ( S I R A DA M )

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Boutique Design - November 2015

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